Platzek, F., Schmitz, A.-K., Hagen, A. (accepted pre-print), The role of first-mover advantages in sustainability: conceptualizing the sustainability transformations of green and conventional brands, Business & Society.
Assistant Professor Anna-Karina Schmitz
Marketing & Sales Group
Assistant Professor
Phone: +49 (0)261 6509 763
Email: Anna-Karina.Schmitz[at]whu.edu
Assistant Professor
Phone: +49 (0)261 6509 763
Email: Anna-Karina.Schmitz[at]whu.edu
Research interests:
Anna-Karina Schmitz is Assistant Professor of Marketing and Director of both the Henkel Center for Consumer Goods (HCCG) and the Sustainability Management Center at WHU – Otto Beisheim School of Management. Her research focuses on the intersection of price management, consumer behavior, sustainable business model transformation, and the role of digital technologies in driving long-term value creation.
Today, companies face the challenge of combining economic competitiveness with ecological and social responsibility. This requires not only new forms of value creation but also a profound transformation of business models and consumer relationships. To meet these demands, it is essential to understand the psychological and behavioral mechanisms that shape price perception, purchase decisions, and brand evaluation.
In her research, Anna-Karina Schmitz explores how companies can influence perceptions of value and price through strategic price management, differentiated brand portfolio strategies, and behaviorally informed consumer communication to build competitive advantage. She also investigates how digital solutions can promote sustainable consumption behavior and how companies can successfully manage the so-called twin transformation—simultaneously navigating digitalization and sustainability transformation.
Short biography:
Anna-Karina Schmitz completed her Bachelor and Master of Science in Business Administration with a focus on Corporate Development and Marketing at the University of Cologne. Before deciding to pursue an academic career, Anna-Karina Schmitz worked in the entertainment industry for over four years and was responsible for the management of various major musical and theater productions in Germany and abroad. She then completed her dissertation at the Chair of Strategy and Marketing at WHU - Otto Beisheim School of Management on the topic of brand (portfolio) premiumization strategies. As Assistant Professor of Marketing, she currently leads both the Henkel Center for Consumer Goods (HCCG) and the Sustainability Management Center at WHU.
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